MARKETING SOB A PERSPECTIVA DA PRATICA GERENCIAL EM CROWDSOURCING

luciano augusto toledo

doi:10.24883/IberoamericanIC.v6i1.143

MARKETING SOB A PERSPECTIVA DA PRATICA GERENCIAL EM CROWDSOURCING

Authors

luciano augusto toledo UNIVERSIDADE PRESBITERIANA MACKENZIE

DOI:

https://doi.org/10.24883/IberoamericanIC.v6i1.143

Keywords:

marketing, crowdsourcing, estratégia

Abstract

Crowdsourcing é um termo recém-desenvolvido que se refere ao processo de coparticipação das atividades de uma empresa por meio de uma comunidade online, de forma aberta e/ou fechada. Qualquer membro desta comunidade pode completar tarefas atribuídas e ser pago ou não. Apesar de ter origem no setor de computação, as empresas começaram a usar crowdsourcing para uma variada gama de tarefas. Verifica-se que as empresas estão utilizando crowdsourcing para a consecução das tarefas relacionadas com o mercado, concentrando-se em três grandes áreas: desenvolvimento de produto, publicidade, promoção e pesquisa de marketing. Este artigo é metodologicamente enquadrado na modalidade de ensaio cientifico, com o objetivo de estudar como as atividades estratégicas e operacionais de marketing operam no âmbito do crowdsourcing.

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Author Biography

luciano augusto toledo, UNIVERSIDADE PRESBITERIANA MACKENZIE

doutor em administração e professor periíodo integral da Universidade Presbiteriana Mackenzie

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Published

2016-03-10

How to Cite

toledo, luciano augusto. (2016). MARKETING SOB A PERSPECTIVA DA PRATICA GERENCIAL EM CROWDSOURCING. Journal of Sustainable Competitive Intelligence, 6(1), 119–138. https://doi.org/10.24883/IberoamericanIC.v6i1.143

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Issue

Vol. 6 No. 1 (2016)

Section

Articles

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